UPDATED 07:37 EDT / NOVEMBER 29 2012

Tablet Market Diversifying, Apple OS Still Firmly in the Lead [REPORT]

Millennial Media released its Mobile Mix report for the month of November, summing up the trends it observed through its mobile advertising network.

Apple remained dominant in Q3. The iPhone is still the number one device on Millennial’s platform with a 16 percent share of impressions, and Apple is the top vendor with total stake of 30 percent.  The iPhone 5 launch had a lot to do with it, as it turns out: the number of impressions after the launch of iOS 6 was 1200 percent greater than the views Millennial recorded following the release of iOS 5 last year.

Samsung came in as the second largest manufacturer on the network, with a 24.35 percent share of all impressions. The Galaxy S alone accounted for 4.9 percent, and seven other Samsung devices were represented in Millennial’s top 20 list.

Android prevailed in the past thirty days – 52 percent of impressions came from devices running Google’s OS, compared with the 34 percent traced back to Apple. As the third largest manufacturer HTC can be credited for 8 percent of that, while Motorola and LG – the fifth and sixth biggest vendors behind RIM – had a combined stake of 11 percent.

Millennial also observed that smartphones accounted for 75 percent of the impressions, 3 percentage points more than in Q3 2011. Twenty percent came from tablets and e-books, and remaining 5 percent originated from feature phones.

The  non-phone connected devices lost a bit of ground this quarter, but the tablet market is still going strong. The ad firm said that it saw traffic from nearly 100 different types of tablets in the past three months, a strong indication of a rapidly diversifying market.

Hewlett-Packard hinted that it may enter this space sometime in 2013, and recently backed its promises with a bit of negative marketing directed at Microsoft’s Surface.


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